When you want to make your products stand out from your competitors (a.k.a. the sea of sameness), don’t overlook the obvious, deeming it inconsequential. Sometimes it’s a couple of small tweaks and subtle changes that, when combined, add more customer value and give your product a definite competitive edge. This combination of multiple small enhancements is something I refer to as subtle innovation.

When I talk with small business owners about innovation, I often hear the same thing over and over.

“We need to innovate more.”